Commerce media runs on first-party data. Make sure yours actually arrives.
Retail media networks are the fastest-growing segment in digital advertising. But if 30% of shopper events never reach advertiser platforms, your RMN is optimising on incomplete signals — and your advertisers are paying for it.
$55B+
RMN market size
Commerce media is projected to exceed $55B in 2025, making it the fastest-growing ad channel globally.
30%
Signal loss from ad blockers
Client-side vendor tags are blocked by ad blockers and browser privacy features, hiding your most valuable shoppers.
7 days
Cookie limit kills frequency capping
Safari ITP caps JavaScript cookies at 7 days. Weekly identity resets make frequency capping and attribution impossible.
200ms+
Page delay per vendor tag
Each client-side vendor tag adds 200ms+ of page load time, directly reducing ad viewability and conversion rates.
Why signal quality matters for RMNs
Your retail media revenue is directly tied to data quality. Incomplete data means lower CPMs, worse attribution, and advertisers who leave.
Incomplete attribution = lower CPMs
If you can't prove a brand's ad drove a purchase, you can't charge premium rates. Missing conversion events mean lower CPMs and advertisers who question your data.
Ad blockers hide your best shoppers
Your highest-value, most tech-savvy audience is invisible to your retail media network. Ad blockers strip out vendor tags, making these shoppers unmeasurable and untargetable.
Slow pages hurt ad viewability
Every vendor tag delays page rendering. Slower pages mean fewer viewable impressions, lower ad engagement, and a worse shopping experience that reduces both media revenue and sales.
How Signal fixes it
Datafly Signal replaces the entire client-side vendor tag stack with server-side delivery that is invisible to ad blockers, faster for shoppers, and more reliable for advertisers.
First-party delivery
Events are sent from your own subdomain via a 4.2KB collector. No third-party domains, no blocked requests, no data loss.
- Events bypass ad blockers completely
- 100% of shopper events arrive at your server
- First-party context preserves full referrer and URL data
Server-set 400-day cookies
Identity cookies are set via HTTP headers from your first-party domain, fully exempt from Safari ITP restrictions.
- Frequency capping that works across the full shopper lifecycle
- Attribution windows that span weeks and months, not days
- Audience building with persistent, reliable identity
Zero vendor JavaScript
No gtag.js, no Meta Pixel, no TikTok pixel, no TTD tag. The only JavaScript in the browser is a single 4.2KB collector.
- No tag-induced latency — pages load faster
- Higher ad viewability from faster rendering
- Better shopping experience drives higher conversion rates
Real-time server-to-server delivery
Conversion events reach advertiser platforms in milliseconds via purpose-built delivery workers with exponential backoff retry.
- Conversion events reach GA4, Meta CAPI, TTD in real-time
- Exponential backoff retry with dead letter queue
- Per-vendor rate limiting prevents API throttling
From shopper to advertiser in milliseconds
Every shopper interaction flows through your own infrastructure before reaching advertiser platforms. You control the data, the identity, and the delivery.
One event, multiple destinations
A single Add to Cart event is simultaneously delivered to your retailer analytics and the brand advertiser's conversion API. One collection point, multiple vendor-formatted outputs.
Each destination receives a purpose-built payload — GA4 Measurement Protocol for your analytics, Meta Conversions API for the advertiser — with the correct identity parameters, event format, and authentication.
- Dual delivery: retailer analytics + brand advertiser in a single pipeline
- Vendor-specific identity enrichment (_ga for GA4, _fbp/_fbc for Meta)
- Shopper identity resolved and attached to every event
- Version-controlled YAML — review in pull requests, roll back with a revert
# rmn-add-to-cart.yaml — Dual delivery: retailer analytics + brand advertiser
name: rmn_add_to_cart
integration: multi-destination
trigger:
event: track
conditions:
- field: event
operator: equals
value: Add to Cart
transform:
mapping:
- source: properties.product_id
target: item_id
- source: properties.name
target: item_name
- source: properties.price
target: price
- source: properties.quantity
target: quantity
- source: properties.category
target: item_category
- source: properties.brand
target: item_brand
enrichments:
- type: session
fields: [session_id, session_number]
- type: identity
source: user_id
target: shopper_id
- type: vendor_id
vendor: ga4
cookie: _ga
- type: vendor_id
vendor: meta
cookies: [_fbp, _fbc]
destinations:
# 1. Retailer's own analytics
- name: retailer_ga4
format: ga4_measurement_protocol
event_name: add_to_cart
endpoint: https://www.google-analytics.com/mp/collect
# 2. Brand advertiser conversion API
- name: brand_meta_capi
format: meta_conversions_api
event_name: AddToCart
endpoint: https://graph.facebook.com/v21.0/{pixel_id}/events
auth: access_tokenClosed-loop measurement
Server-side delivery enables deterministic conversion attribution between ad impression and purchase — the metric that determines your CPMs and advertiser retention.
Deterministic attribution
Every conversion event includes the same persistent identity that was present at ad impression. No probabilistic modelling, no statistical inference — direct, deterministic matching.
Full-funnel visibility
Track the complete shopper journey from ad impression through product view, add to cart, and purchase. Every event arrives with consistent identity across the entire funnel.
Cross-session attribution
400-day server-set cookies mean you can attribute a purchase to an ad impression that happened weeks or months ago. ITP no longer limits your attribution window.
Real-time reporting for advertisers
Conversion events reach advertiser platforms in milliseconds, not hours. Brands see campaign performance in real-time, increasing confidence and ad spend.
Higher CPMs from proven performance
When you can prove that ads on your network drive measurable, attributable purchases, you can command premium CPMs. Complete data is the foundation of premium pricing.
Advertiser self-service reporting
Because events arrive in standard formats (GA4 Measurement Protocol, Meta CAPI), advertisers see your RMN data in their own reporting tools without custom integrations.
Let brands manage their own data
Register brand partners in your organisation and give each one a scoped workspace with controlled access to your first-party shopper events. Brands log in, connect their own integrations, and receive only the data you choose to share — with field-level privacy applied before anything leaves your infrastructure.
Self-service data monetisation built in. Charge brands for access to your first-party event stream and let them activate it across their own marketing stack — Facebook CAPI, Google Ads, BigQuery, and more.
- Register brands and partners with scoped access to your event data
- Control exactly which events and fields each brand receives
- Field-level privacy: hash, mask, remove, or generalise PII before delivery
- One-click PII presets — GDPR safe, Hash all PII, Remove emails, and more
- Brands log in and manage their own integrations self-service
- Monetise your first-party data — charge brands for access to shopper events
Brand Workspaces
Acme Sports
Meta CAPI, GA4
2.4M events/mo
FreshFoods Co
BigQuery, Braze
1.8M events/mo
StyleHouse
Setup in progress
—
PII Privacy Preset — Acme Sports
emailSHA-256 hashphoneSHA-256 haship_addressRemovefull_nameMaskcityGeneralise → regionEvent-level filtering and delivery conditions
Control exactly when events are delivered to each integration. Set global filters that apply to every event, or per-event conditions that gate delivery on field values. Built into blueprints so vendor-specific defaults work out of the box.
Global and per-event filters
Apply filters at the integration level that gate all events, or set conditions on individual events for fine-grained control over what gets delivered.
Conditional delivery rules
“Don't send to Braze if email is empty.” Set conditions that prevent events from reaching a destination unless required fields are present.
Rich filter operators
Filter on any field with operators including is set, is not set, equals, not equals, contains, and regex matches.
AND/OR logic groups
Combine conditions with AND/OR logic to build filter expressions as simple or complex as your use case requires.
Blueprint defaults
Vendor blueprints ship with sensible default filters — Braze requires email, Meta CAPI needs at least one identity parameter. No manual setup needed.
Visual filter builder
Build filter rules in the management UI with a visual editor. No YAML editing required — point-and-click filter creation for non-technical users.
Delivery Filter — Braze Integration
emailis seteventnot equals“Page View”properties.currencyequals“GBP”Maximise your retail media revenue with complete, real-time data
See how Datafly Signal delivers every shopper event to every advertiser platform — with persistent identity, zero vendor JavaScript, and millisecond latency. Your data, your infrastructure, your competitive advantage.